INTERTEXTUALIDADE: O FENÔMENO DO DÉTOURNEMENT EM ANÚNCIOS PUBLICITÁRIOS DE PRODUTOS COMERCIAIS

Abstract

In the present study, we seek to research and analyze the occurrence of détournements in advertising slogans and commercial advertisements, based on the studies proposed by Grésillon & Maingueneau (1984) and further developed by Koch, Bentes and Cavalcante (2008). From this proposal, the following objectives were developed: to investigate types of text that generate détournement, to analyze the operations present in the passage from the source text to the intertextual text and to describe the linguistic categories that represent the détournement operations. In the end, we summarize the results obtained, giving emphasis to those of greater relevance, and, with that, we show how our research questions were answered and, consequently, our objectives were achieved.